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MKMC: Weekly Readings MKMC 476

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Week One

Reading and Research Obj. 1-4:

  1. Video: “The PR Function” 20 min. (Libguide)
  2. VideoMarketing and PR History 2 min. (Libguide)
  3. View Kotler and Keller Ch.22 PowerPoint found in the Week 1 Assignments folder.
  4. Read Chapter 22 pp. 620- 651 and the Appendix with the Sonic marketing plan pp. A1-A13 in program, Kotler and Keller’s 2012 Marketing Management the 14th Ed.
  5. See the Small Business http://www.sba.gov/writing-business-plan or
    http://www.sba.gov/category/navigation-structure/starting-managing-business/starting-business
  6. McDonald, M. (2008). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy.Ch. 1 -3, pp. 1-55. (Libguide)
  7. Dilenschneider, R.  (2010). The AMA handbook of public relations. Section One, Ch. 1-5, pp. 1-65: Prerequisites for digital communications. (LibGuide)
  8. Foster, J.  (2008). Effective writing skills for public relations. Writing for the press, pages 99-122. (LibGuide)
  9. Read and review at Bellevue University's Career Services about Resume and Cover Letters
  10. Lunar eclipse press release: The greatest resource for press releases and marketing at http://www.lunareclipse.net/

Week Two

Reading and Research Obj. 1-4

  1. Video Incremental Marketing for PR, 42 min.(Libguide)
  2. Website, Purdue OWL,  “How to Write a Press Release
  3. Website  How to write a press release at http://www.lunareclipse.net/pressrelease.htm
  4. Bowen, S.A. (2008). A State of Negrect: Public relations as 'corporate conscience' or ethics counsel.. Journal of Public Relations Research, Vol. 20 Issue 3, pp. 271-296. (Libguide)
  5. McDonald, Malcolm. (2008). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy..   Chapters 4-7. pp. 50- 113. (Libguide)
  6. Parsons, Patricia. (2004). Ethics in public relations: A Guide to best practice. (Libguide)
  7. Foster, John. (2008). Effective writing skills for public relations. Writing for the press, pages 99-122. (Libguide)
  8. Video: “Ethics in Public Relations” (6 minutes) (Libguide)
  9. PR Toolkit.

Week Three

Reading and Research Obj. 1-4:

  1. Video The Four P’s: Marketing Strategies”. 28 min. (Libguide)
  2. McDonald, M. (2008). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy.   Chapters 8-10, pp. 113-149 (Libguide)
  3. Honaman, J.. Differentiating yourself in the job market..J. Healthcare Executive18. 4n Jul/Aug., 2003). pp.66-67. .Includes discussion of personal SWOT analysis (Libguide)
  4. Laskin, A. (2008). Investor Relations.   From the Institute for Public Relations website. (Libguide)
  5. National Investor Relations Institute(Libguide)

Week Four

Reading and Research Obj. 1-4:

  1. Video: Online marketing strategies, (2012). In Films on Demand. 20 min.
  2. Dilenschneider, R. (2010).The AMA handbook of public relations, Section Two: pp 64-123. The broader PR spectrum. (Libguide)
  3. McDonald, Malcolm. (2008). Malcolm McDonald on marketing planning: Understanding marketing plans and strategy.  Chapters 11-12. Pp. 149-191. (Libguide)
  4. Donnelly, Tim. How to put together a press kit. (Libguide)
  5. Website Small Business Small Business Administration website).  http://www.sba.gov/writing-business-plan or
    http://www.sba.gov/category/navigation-structure/starting-managing-business/starting-business .

Box Five

Reading and Research Obj. 1-4:

  1. Dilenschneider, R.  (2010).The AMA handbook of public relations, Section Three: pp. 123-167. The broader PR spectrum. (Libguide)
  2. See the Small Business (Small Business Administration website)
    http://www.sba.gov/writing-business-plan   
    http://www.sba.gov/category/navigation-structure/starting-managing-business/starting-business

Week Six

Reading and Research Obj. 2-3:

  1. Dilenschneider, R.  (2010).The AMA handbook of public relations,. Section 4: pp. 167-211.The broader PR spectrum. (Libguide)

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